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What are some "worst" practices when it comes to demand generation?
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- Craig Rosenberg,
- Carlos Hidalgo,
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4 Answers
To many companies conduct marketing as an activity and not strategically This leads to what one marketer I just connected with calls "Random Acts of Marketing."
Demand Generation cannot be successful without first understanding that demand generation is about more than just filling the top of the sales funnel. It involves moving your buyer through (creating the demand) every stage of the funnel and even creating the demand once they are customers.
To do this well organizations must first define their buyer personas (there will be more than one persona as their are multiple buyers in the decision making process). Companies need to have an understanding of who their buyer is, what challenges they face, what their goals and objectives are, what functions they fill and how they are looking to buy. If marketers do not have this deep understanding of their buyer, they will blast out messages in hopes something sticks.
Once you know your buyer and how they buy, you can begin putting together the building blocks of content. Relevant and content is what will keep a buyer(s) engaged through the sales process at every stage. Knowing what content to deliver at what time in the buying process is key.
Lastly comes the delivery. What channels will be used to distribute or deliver the content. We have more medium at our fingertips than ever before and a multi-channel approach will provide a greater return. To many organizations focus on this step first and only this step and this is what many fail at demand generation.
Looking to put a mass number of names in the sales funnel is not demand generation, it does not provide value and is a "worst" practice. Approaching it with a customer facing content led strategy is what will allow you to have true success.
Carlos Hidalgo
@cahidalgo
Thinking that you can rely 100% on online media for prospecting.
I agree with Carlos 100%. But one of the biggest mistakes I see companies make all the time is talking about themselves and their products. No one cares. Stop talking about yourself and start talking about solutions to business problems.
Jeff Ogden
@fearlesscomp
Marketing as if relevance and timeliness can happen without actual human-to-human dialogue.
Automated messaging based on a contact’s “digital footprint,” “persona,” or “neuromarketing”.
Pitching “solutions” in any industries other than chemicals and cleaning products.
Over-valuing marketing “content” v. actually asking prospects about their circumstances, requirements, and preferences.
And the biggie … marketers pretending or presuming to be adept at orchestrating the entire sales process, and trying to act as lead/opportunity “traffic cops” between demand gen and sales.
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